Senior Living Advisors Guide Families Through Life’s Next Chapter

The conversation LuAnn Holt dreaded finally came. Her father, battling metastatic cancer, had landed in the hospital again. This time, doctors made it clear: he couldn’t safely return to the home where he had lived independently for decades.

“He always said he didn’t want to be anywhere but his own home,” Holt recalled. “He wanted me to promise I would never move him, and I told him I couldn’t do that. I wouldn’t let him be at home if it wasn’t safe.”

Faced with an overwhelming array of senior living options and little knowledge of the industry, Holt turned to someone she had never heard of before: a senior living placement agent.

The Unsung Heroes of Senior Care

Most families are unaware of these professionals until they desperately need one. Known by various titles—placement agents, senior living advisors, assisted living locators—these specialists help families navigate one of life’s most challenging transitions.

Jennifer Thayer

“Jennifer fills a void that’s out there, and people aren’t even aware this service exists,” Holt said of Jennifer Thayer, a registered nurse who owns an Assisted Living Locators franchise in the Pittsburgh area. Holt worked with Thayer to find appropriate housing for her dad when the time came.

Here’s how it works: advisors receive referrals from healthcare professionals, community partners, networking, online marketing, and word of mouth. They learn about prospective residents’ needs and match them with communities that best suit their situation. The best advisors arrange tours, advocate for clients, and help with the moving process. They are compensated through referral fees paid by communities —typically a percentage of the first month’s rent—meaning their services cost families nothing.

But not all placement agents are created equal.

Beyond Basic Matching

Thayer, who brings her nursing background and certification as a senior living advisor and dementia practitioner to her work, goes beyond the typical placement model. She follows clients through end-of-life care, makes weekly visits for four to six weeks after move-in, and then intermittent visits at least quarterly.

She also maintains a network of trusted professionals, including senior realtors, move managers, elder law attorneys, and financial planners.

“These are people I like, know, and trust to help me serve seniors better,” Thayer explained, noting there are no financial kickbacks involved. “Sometimes the best move isn’t necessarily to move into an assisted living community.”

Her philosophy reflects a crucial point often lost in the industry: the goal isn’t to fill beds. It’s to find the right solution for each senior.

Sarah Keach

Sarah Keach, who works with Oasis Senior Advisors Southwest, echoed this approach. She emphasized that quality advisors focus on education and support, helping families understand their options rather than pushing quick decisions.

Breaking Down the Misconceptions

One of the biggest hurdles advisors face is correcting widespread misconceptions about senior living. The most common? That Medicare or Medicaid will cover the costs.

“I have to break the news that the only thing that’s covered by the state or Medicaid is a skilled nursing facility,” Keach said. Assisted living and memory care are private pay in most states.

The price ranges can be sobering. Independent living typically starts around $3,500 monthly, including meals, cleaning services, and activities. Assisted living runs $4,500 to $7,000 per month, while memory care—the highest level of specialized residential care—costs $7,000 to $9,000 monthly.

Long-term care insurance policies and Veterans Administration (VA) benefits can help offset some costs, but families need realistic expectations about the financial commitment involved.

The second major misconception is that all senior care resembles the sterile nursing homes of decades past. Today’s communities often feature resort-like amenities, active social programs, and environments designed for people who have worked hard and saved for a comfortable retirement, said both Keach and Thayer.

When touring communities, families should keep their eyes open for warning signs, Keach advises. Key red flags include:

• Heavy reliance on staffing agencies, often indicating high turnover due to poor pay, culture, or management

• Limited interaction or lack of warmth between staff and residents

• Poor cleanliness standards

• Minimal activities or engagement opportunities

• Evasive answers to direct questions about staffing levels, overnight check protocols, or fall procedures

“I’m transparent with my clients when I’m touring with them and encourage them to visit often and during different times of the day,” Keach said.

The Assessment Process

Quality advisors conduct thorough evaluations before making recommendations. Thayer’s intake process covers medical history, activities of daily living, and mobility requirements—crucial factors in determining appropriate care levels.

“Can the person shop, cook, and prepare meals independently? Do they need help eating or require food cut into smaller pieces? These details matter significantly when matching someone with the right community and care level,” said Thayer.

Equally important is the psychological component. Many seniors have lived in their homes for 50 to 60 years and resist moving anywhere else.

“They have to be listened to, heard, and empowered with the decision to move into a senior living community,” Thayer emphasized. Sometimes this process takes up to a year, but the investment in gaining buy-in pays dividends later.

The Transformation

For families like the Holts, the results can be life-changing. Despite his initial apprehension, LuAnn’s father ultimately thrived in his new environment at Ridgecrest on McKnight Road.

“(Jennifer) encouraged us to move him sooner rather than later because she thought he would thrive if we did, and she was correct about that,” Holt recalled. “He once said his only regret was not moving in a year earlier.”

This outcome isn’t unusual. “We have found that many seniors, when they leave their home and move into a community with their peers, and can engage and participate more, they can actually blossom,” Keach said.

Starting the Search

Both advisors strongly recommend starting the search process before it becomes urgent. An unexpected fall, health crisis, or hospitalization can force rushed decisions that might not serve everyone’s best interests.

“Don’t use the internet for your search,” Keach advised. “It’s so advantageous to talk to a senior advisor because it’s free. Get out there and start looking. There’s no obligation. It’s worth it to be ready with some tools in your toolbelt.”

Thayer and Keach said families are not alone in their search. Professional guidance exists, costs nothing out of pocket, and can make the difference between a difficult transition and a positive new chapter.

“Jennifer is an angel in disguise,” said Holt. “She has become a close and dear friend through her compassion and kindness. I will forever be grateful.”